Outside in The Secret_Architects_World_keynote_2011
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The document discusses the key attributes that define leading companies in the 21st century, emphasizing the importance of reconfiguring organizations around customer needs rather than traditional industrial frameworks. It highlights the evolution of customer expectations in an 'always on' digital world and the necessity for businesses to craft successful customer outcomes. The discussion includes actionable strategies and processes for integrating customer perspectives at the enterprise level to enhance overall customer experience.
Outside in The Secret_Architects_World_keynote_2011
- 1. Steve Towers steve.towers@bpgroup.org www.bpgroup.org | www.towersassociates.com OUTSIDE-IN - THE SECRET OF THE 21ST CENTURIES LEADING COMPANIES www.bpgroup.org What is the Secret and Who are the companies? AW 2011 BP Group Conference - July 2011 © BPGroup – All Rights Reserved www.bpgroup.org
- 2. www.stevetowers.com www.bpgroup.org www.bp2010.com www.towersassociates.com www.oibpm.com AW 2011 BP Group Conference - July 2011 © BPGroup – All Rights Reserved www.bpgroup.org
- 3. www.stevetowers.com www.bp2010.com Outside-In: www.towersassociates.com The Secret of the leading 21st Century Companies • Outside-In The Secret – what is it? • Who Are the Leading Companies? • What is it that they are doing? • How are they doing it? • Can we do it also? • Where should we start? AW 2011 BP Group Conference - July 2011 © BPGroup – All Rights Reserved www.bpgroup.org
- 4. Outside-In The Secret – what is it? AW 2011 BP Group Conference - July 2011 © BPGroup – All Rights Reserved www.bpgroup.org
- 5. Who Are the Leading Companies? AW 2011 BP Group Conference - July 2011 © BPGroup – All Rights Reserved www.bpgroup.org
- 6. What is it that they are doing? First let‟s review quickly what they don‟t do AW 2011 BP Group Conference - July 2011 © BPGroup – All Rights Reserved www.bpgroup.org
- 7. We have inherited an industrial legacy What shape are our organisations in? AW 2011 BP Group Conference - July 2011 © BPGroup – All Rights Reserved www.bpgroup.org
- 8. The Pyramid AW 2011 BP Group Conference - July 2011 © BPGroup – All Rights Reserved www.bpgroup.org
- 9. Our organisations all look the same... CEO Marketing Sales Customer Operations Finance Service AW 2011 BP Group Conference - July 2011 © BPGroup – All Rights Reserved www.bpgroup.org
- 10. Processes wend and meander their way around these rigid structures... CEO Marketing Sales Customer Operations Finance Service AW 2011 BP Group Conference - July 2011 © BPGroup – All Rights Reserved www.bpgroup.org
- 11. And hey ho – we nearly forgot the customer! Now where do they go? CEO Marketing Sales Customer Operations Finance Service AW 2011 BP Group Conference - July 2011 © BPGroup – All Rights Reserved www.bpgroup.org
- 12. What‟s Missing? AW 2011 BP Group Conference - July 2011 © BPGroup – All Rights Reserved www.bpgroup.org
- 13. What they are doing and What they know and act upon is different The reason we are doing work is to deliver product and service to the customer (through that we create the profits) The rules of work have changed forever as a consequence of the „always on world‟ It is NOT about what the customer wants The imperative is to reconfigure everything we do around the needs of the customer – simply put not everything should look like a manufactory The Customer Experience is the process And it is all about what causes the work we do, rather than the effect It is essential to manage Customer Expectations AW 2011 BP Group Conference - July 2011 © BPGroup – All Rights Reserved www.bpgroup.org
- 14. The Always on World – It has all happened in the last 13 years! Mapping the Growth of the Internet st The Always on World of the 21 century - 1998 AW 2011 BP Group Conference - July 2011 © BPGroup – All Rights Reserved www.bpgroup.org
- 15. The Always on World of the 21st century Now it is anytime, any place anywhere AW 2011 BP Group Conference - July 2011 © BPGroup – All Rights Reserved www.bpgroup.org
- 16. AW 2011 BP Group Conference - July 2011 © BPGroup – All Rights Reserved www.bpgroup.org
- 17. It is NOT about what the customer wants Over 40 years of launching new products and services, we have striven to listen very carefully to what our customers think they want and then set about giving them something that is often very different, but always a little better. If your business proposition is innovative, your ultimate goal has to be,“The customer always thinks that we are right.” AW 2011 BP Group Conference - July 2011 © BPGroup – All Rights Reserved www.bpgroup.org
- 18. The needs of the Customer have changed forever Inspiration: Udayan Banerjee CTO, NIIT Technology (India) AW 2011 BP Group Conference - July 2011 © BPGroup – All Rights Reserved www.bpgroup.org
- 19. It‟s a Copernican Moment Copernicus - 19 February 1473 – 24 May 1543 He died 467 years ago AW 2011 BP Group Conference - July 2011 © BPGroup – All Rights Reserved www.bpgroup.org
- 20. How are they doing it? AW 2011 BP Group Conference - July 2011 © BPGroup – All Rights Reserved www.bpgroup.org
- 21. Understand & Develop Successful Customer Outcomes CRAFTING THE SUCCESSFUL CUSTOMER OUTCOME Understanding the real Customer Need TOOLS Layer 1: Layer 4: Who is the How does Customer? what We do impact Customer Layer 2: Success? What is the Customers current Layer 5: Expectation? The Successful Customer Outcome – what Layer 3: What is the The One liner does the process the customer SCO: customer really thinks they are involved One line need from us? with? statement that explains the actual SCO The primary purpose of crafting Successful Customer Outcomes is create a fundamental focus for a process, set of processes or indeed complete enterprise strategy. The SCO extends way beyond legacy inside-out thinking to create an actionable strategic and operational objective for the entire organisation. AW 2011 BP Group Conference - July 2011 © BPGroup – All Rights Reserved www.bpgroup.org
- 22. Action the Causes of Work The Causes of Work MOT Moments of Truth Break Points BP BR Business Rules AW 2011 BP Group Conference - July 2011 © BPGroup – All Rights Reserved www.bpgroup.org
- 23. MOT MOT MOT MOT MOT MOT MOT MOT Any interaction with the CUSTOMER is a MOMENT OF TRUTH AW 2011 BP Group Conference - July 2011 © BPGroup – All Rights Reserved www.bpgroup.org
- 24. MOT MOT MOT MOT MOT MOT MOT MOT And every MOMENT OF TRUTH Ripples and reverberates through the organisation AW 2011 BP Group Conference - July 2011 © BPGroup – All Rights Reserved www.bpgroup.org
- 25. MOT MOT MOT MOT MOT MOT MOT MOT And MOMENTS OF TRUTH Create complexity, cost, wastefulness and failure AW 2011 BP Group Conference - July 2011 © BPGroup – All Rights Reserved www.bpgroup.org
- 26. MOT THE CAUSE OF WORK MOT MOT MOT MOT MOT MOT MOT THE EFFECT AW 2011 BP Group Conference - July 2011 © BPGroup – All Rights Reserved www.bpgroup.org
- 27. Can we do it also? Yes we can!! It’s child play…. AW 2011 BP Group Conference - July 2011 © BPGroup – All Rights Reserved www.bpgroup.org
- 28. However…. Where should we start? AW 2011 BP Group Conference - July 2011 © BPGroup – All Rights Reserved www.bpgroup.org
- 29. Where should we start? AW 2011 BP Group Conference - July 2011 © BPGroup – All Rights Reserved www.bpgroup.org
- 30. You gotta start where you are! Once commitment is made the transition is rapid Functional Trans Silo 6-12 months Enterprise Wide Execution “The Customer Experience is the Process” Examples include: Gilead, Allied Pickfords, Tesco, State Farm, Emirates, China Mobile AW 2011 BP Group Conference - July 2011 © BPGroup – All Rights Reserved www.bpgroup.org
- 31. AW 2011 BP Group Conference - July 2011 © BPGroup – All Rights Reserved www.bpgroup.org
- 32. Integrating at the enterprise level? Process - the Beginning and The Successful Customer the End Outcome Where does the process start and finish? What is it and how can it reshape our processes What IT systems support the process? and enterprise? Are our processes and systems aligned to achieve the Successful Customer Outcome? Process Points of Failure What business are you (really) Moments of Truth | Breakpoints | Rules in? What and Where are they? Can you deliver a compelling 21st century Enterprise? Take-aways for you to think on AW 2011 BP Group Conference - July 2011 © BPGroup – All Rights Reserved www.bpgroup.org
- 33. The Virgin Galactic Customer Experience A unified Enterprise offering I deserve Motivation something special Blog The Evangelise Inspire Club Video The VG Sign-Up Launch Reflect Inspire Online VG Space VG Astronauts Suit Online Fitting Experience Explore Live Feed Handhold Book Training FAQs Medical Optimised Preference Online Exam Touch & Personalization Welcome VG Club All Level All Level Share All Level Access Access Access AW 2011 BP Group Conference - July 2011 © BPGroup – All Rights Reserved www.bpgroup.org
- 34. The Customer is the Centre Live the life of your customer. Become a customer. Do business with your company from the outside. Scott Struminger, FedEx's SVP of IT AW 2011 BP Group Conference - July 2011 © BPGroup – All Rights Reserved www.bpgroup.org
- 35. Questions? AW 2011 BP Group Conference - July 2011 © BPGroup – All Rights Reserved www.bpgroup.org
- 36. April 2011… The upcoming transformation of our society presents one of the greatest business opportunities of the next 100 years. This will require patience as well as perseverance; to anticipate what‟s next and plan for that situation as well as taking advantage of what‟s immediately before you. Thank you. Now it shouldn’t seem Our efforts in this field are part of like magic anymore ;-) our strategy for this future. What‟s yours? AW 2011 BP Group Conference - July 2011 © BPGroup – All RightsSource: Fanzine Reserved www.bpgroup.org
- 37. Steve Towers steve.towers@bpgroup.org www.bpgroup.org | www.towersassociates.com OUTSIDE-IN - THE SECRET OF THE 21ST CENTURIES LEADING COMPANIES What is the Secret and Who are the companies? AW 2011 BP Group Conference - July 2011 © BPGroup – All Rights Reserved www.bpgroup.org